VCU Alumni-owned Business Social Strategy
Spotlight Series (2020)
Summary
During the COVID-19 pandemic, it became clear that businesses could benefit from promotion and support from the VCU Office of Alumni Relations. In response, the Alumni Biz Spotlight Series was launched in June 2020, allowing frequent and inexpensive promotion of alumni-owned businesses.
Result
Each month, the office selected a business based on industry type, business location, owner demographics (alumni owners self-identify as BIPOC-, veteran-, woman- or LGBTQIA+-owned business) and other factors that set it apart from previously highlighted businesses (availability, upcoming holidays, national celebrations) and highlights that business on social media and on the alumni website.
Examples of businesses highlighted through Instagram Live included a local distillery, florist, makeup artist and others.
Awards
Gold award in Alumni Relations improvement, Council for the Advancement and Support of Education (CASE) District III
Black Alumni-owned Business Directory (2020)
Summary
As events around the country that brought light to social injustices, a swift collaborative effort was made among the Virginia Commonwealth University offices of Alumni Relations, DAR Communications and Digital Engagement to introduce, organize and promote entirely via social media a Black alumni-owned business directory on the alumni website.
Results
Within a week, we created an online directory for these businesses, established a process for Black alumni to submit their business information and collaborated and executed a plan to promote the initiative on social media.
By publishing the directory when we did, it ensured not only that it was timely and relevant to the national conversation but also that it was distinct from other university business directories. After publishing, the directory listed only Black alumni-owned businesses but will soon include veteran, woman, LGBTQIA+ and BIPOC filters.
Through the brief paid social media promotions, alumni could not only identify themselves as business owners but could also identify others who met the criteria. This led to the Office of Alumni Relations team adding 187 new business owner names to our database of record in two months.
Through the brief paid social media promotions, alumni could not only identify themselves as business owners but could also identify others who met the criteria. This led to the Office of Alumni Relations team adding 187 new business owner names to our database of record in two months.
Awards
Gold award in Digital Communications: Social Media, Council for the Advancement and Support of Education (CASE) District III
Gold award in Targeted constituency engagement, Council for the Advancement and Support of Education (CASE) District III